Discrepancies between Airpush and Google Analytics reports are normal due to differences in reporting methodologies. That said, Airpush’s reports and Google Analytics data will follow the same trends and tell a similar story. Though Airpush and Google Analytics data will never match up exactly, reporting from both sources can be useful for measuring advertising performance and optimizing campaigns.
While aligning both Airpush and Google Analytics reports,you should consider Google Analytics delays. Google Analytics reports can be delayed 0-24 hours. You shouldn’t make an actionable comparison of delayed Google Analytics data to real-time stats or even hourly data provided by Airpush.
Sessions vs. Clicks:
Google Analytics bases their stats around “Sessions” rather than unique clicks, and then drills down into unique sessions and then users. The definition of a “session” is proprietary to Google and is ambiguous as well. The actual attributes aren’t widely known. It’s again unfair to make an actionable comparison between a click and a session.
Clicks associated with your ads may be greater than visits for the following reasons:
- Airpush tracks advertising clicks; however, Google Analytics tracks visits associated with your advertising.
- Google Analytics visits can be as short as one pageview, or last many hours and contain multiple pageviews, events, and transactions. Visits expire after 30 minutes of inactivity, and any subsequent activity would be tracked as a separate visit.
- A single visitor may click your ads multiple times. When a visitor clicks multiple times within the same visit, Airpush records multiple clicks while Google Analytics records the multiple page views as only one visit.
- A visitor may click on your advertisement, but then stop the page from fully loading by navigating to another address or page or by pressing the browser’s Stop button. In this scenario, the Google Analytics tracking code will not execute and will not send tracking data to Google. However, Airpush still registers the click.
- Server latency may contribute to tracking problems and visitors may navigate away before the Google Analytics tracking code executes.
- Visitors may have set their preferences to opt out of Google Analytics tracking, but still be targeted and measured by Airpush.
If you are seeing a significant discrepancy, the first thing you should do is make sure that your Google Analytics tracking is working properly.
- You have to be very specific in your tracking URLs built with Google Analytics for Airpush. You should ideally set campaign source, campaign medium, and campaign content (i.e. each ad format used) so you can get granular data and track each ad format accurately within a larger campaign. You can’t rely on simply tracking source as one large bucket
- Check each of your ad destination URLs to make sure they have properly created UTM tracking codes that will specify the traffic source as Airpush in Google Analytics.
- Make sure that your destinations URLs do not prompt redirects. Redirects are often set up in a way that can strip the campaign tracking codes Google Analytics needs to attribute the traffic to the marketing source—in this case, Airpush.
- Make sure that you do not have filters set up for your Google Analytics reports that are removing data or editing campaign tracking.